Student favourite RTD brand VK has launched a new Lemon & Lime variant inspired by consumer demand.
The new “crystal-clear” drink was a standout fan favourite from the brand’s We Are Flavour campaign – which saw consumers pitch weird and whacky flavour ideas.
The 70cl bottles (PMP/£2.89) will be available in late March, before 275ml bottles and a new mixed pack (RRP £9) will roll out from April.
To celebrate the launch, VK would take over key student cities and party hotspots, bringing VK Lemon & Lime directly to its core Gen Z audience via exclusive merch drops, university society collaborations and prizes, it said.
Additionally, the brand would roll out in-store activations to drive awareness of the new mixed pack, VK added.
“It’s a flavour that Gen Z love and one that Millennials remember fondly. Plus, with our first-ever clear fruity VK, we’re proving that the flavour speaks for itself – it’s a clear choice in every way,” said Holly Bolus, senior brand manager for VK.
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